3 factors improving BT's aim

Marketers have gone from mass marketing to macro targeting, but the process can be even more efficient. Find out how.

In his new book "Meatball Sundae," Seth Godin defines old marketing as "the act of interrupting masses of people with ads about average products."

The problem with this approach is that it's incredibly expensive, wasteful and ultimately, inefficient. Godin recognizes that it's not about how many people see your ad; it's about getting the right people.